新时代背景下文创产品设计的创新探索

目的 探索新时代背景下文创产品设计的创新发展策略。方法 近年来，随着时代的发展，文创产业的发展势头强劲，这与当前消费升级的大背景不无关系。面对新时代的市场环境和行业竞争，文创产品的设计创新成为研究热点。以宏观视角审视近年来的时代变迁，以及受大环境影响各方面的发展变化;从具体层面，针对文创产品设计当下的发展及其成功之处与不足的各种表现进行研究;从文化、品牌和时代三个层面，就文创产品在新时期所表现出的发展趋势展开探讨，深入探索创新路径，总结发展的价值和有效的方法。结论 新时代的文创产品设计应规避曾经的低标准和低层次方式，摆脱固化的设计思维，精准地把握当下的市场定位和消费者需求，从实用性、审美性、文化性、时代性层面进行探索，不断推陈出新，实现更具特色的文创产品设计开发，为该产业的转型升级指明发展方向，找到科学合理且长久的发展路径。

Exploration on Innovation of Cultural and Creative Product Design under the Background of New Era

The work aims to explore the innovative development strategy of cultural and creative product design in the new era. In recent years, with the development of the times, cultural and creative industry has showed a strong momentum of development, which is related to the current background of consumption upgrading. Facing the market environment and industry competition in the new era, the design innovation of cultural and creative products has become a research hotspot. First of all, the changes of the times in recent years and all aspects of development and change affected by the environment were reviewed from a macro perspective. Secondly, from the specific level, the current development and the success and shortcomings of cultural and creative product design were studied. Finally, the development trend of cultural and creative products in the new era was discussed from three aspects of culture, brand and era to explore the innovation path and summarize the value of development and the effective methods. The cultural and creative product design in the new era should avoid the previous low standards and low level, get rid of the solidified design thinking, accurately grasp the current position in the market and consumer demand and conduct exploration from the practicality, aesthetics, culture and era, so as to constantly put forth new ideas and realize cultural and creative product design and development with more characteristics, thus pointing out the development direction for the transformation and upgrading of the industry and finding a scientific and reasonable long-term development path.